BIG DATA RESOURCES, MARKETING CAPABILITIES, AND FIRM PERFORMANCE.

Conference object OPEN
Suoniemi, Samppa; Meyer-Waarden, Lars; Munzel, Andreas;
(2017)

RESEARCH QUESTION Big data may significantly improve the efficiency and effectiveness of the firm's marketing capabilities. However, firms must overcome technological, skill-based and organisational challenges to become data-driven. Academic research has not empiric... View more
Share - Bookmark

  • Download from
    ZENODO via ZENODO (Conference object, 2017)
  • Funded by
  • Cite this publication